We asked him about his success, brand deals and more!
Get to know Ruben Meraki, a TikTok influencer with over 1million followers!
Ruben Meraki is a Spanish influencer who has recently found TikTok fame. Recently, he reached an impressive 1.1 million followers on TikTok. And the craziest part? He only started creating on Tiktok in 2020. Ruben now creates between 20 and 30 videos every day and has made a career for himself through brand endorsement and influencer marketing deals.
Ruben is yet another example of how TikTok is changing the game of influencer marketing, creating internet celebrities overnight! So what’s Ruben’s story? And how has Tiktok changed influencer marketing? We talked to Ruben to find out!
When and Why did you start creating on TikTok?
I started my TikTok account during the COVID-19 lockdown in March 2020 from my bedroom. At first, it was just a way for me to cure my boredom whilst in isolation. I’m a sociable person so I used TikTok as a way to connect with people. As I got the hang of the app, I started uploading daily and I quickly built a large following. I never intended to become TikTok famous, I simply started making fun material that I found entertaining or interesting and the world seemed to like it too!
How long did it take you to reach your first 100,000 followers?
At first, I started to gain followers slowly. At the time, I never really intended to become a professional so I wasn’t counting my followers. However, once I had identified my own style and started to create multiple videos a day, followers started to rack up very quickly. After around 2 months I had reached 100k followers and I started to realise that this was more than just a fun hobby. I had created an ever-growing community and I was receiving messages from all over the world.
How important are your followers to you?
Whether we like to admit it or not, our followers dictate everything we create on Tiktok. I upload between 20 and 30 videos every day, some will go viral, and others will have less engagement. In order to continue to stay relevant, I must pay attention to what my audience wants to see by monitoring what does well. For example, I find that my lip sync videos have become particularly popular recently, so I am now focussing on creating more of these. To me, my fans are everything and I am so proud of the positive community that I have built on TikTok!
Do you think TikTok plays a major role in marketing?
I absolutely think that TikTok plays a crucial role in marketing these days. For brands, TikTok is the ‘current’ way to create brand visibility and exposure. In just 2020 alone, TikTok’s user base increased by 85% in the USA and 78% in Spain. This rapid growth in user rates has been reflected by a sudden eagerness for brands to involve themselves in influencer marketing on TikTok too!
A survey carried out by Linquia (a leading influencer marketing company) found that there has been a 325% increase in the number of brands using TikTok In influencer marketing between January 2020 and January 2021!
Why is TikTok great for influencer Marketing?
Tiktok is a platform that can promote products or services to a targeted, large audience in a quick and fun way. This targeted approach allows brands to perhaps achieve a higher return on investment than through other channels such as Instagram or Youtube.
For example, fashion and lifestyle brands will approach me because they know that my audience is interested in what they have to offer. In my 12 second videos, the brands will get instant exposure and my followers get to see their great content! It really works for everyone.
How often do you work with brands?
I work with brands on a regular basis. Brands approach me from a variety of different industries, including hospitality, fashion, cosmetics and e-commerce. I have to be very selective with the brands that I work with. It is hard to work with brands that I believe promote unethical products or services. For example, I would never promote gambling or investment brands on my channel! I am aware of my social responsibility and I really want my channel to be a positive space for all!
Do you have any advice for brands who want to advertise on TikTok?
For me, it is important to get to know brands well before I work with them. A great way for brands to build this trust with creators is through brand ambassador programmes or partnerships. This is where a brand offers an extended deal with a creator that lasts several months, the endorsement would normally be through multiple social media channels, such as Snapchat, Instagram and Tiktok.
For example, I am a brand ambassador for many companies that I work with. This means that I really get to know the products and become genuinely passionate about what I am promoting. I will rarely work with brands on a one time deal.
Do you have any tips for new creators?
Nobody is quite sure how the TikTok algorithm works, so it’s hard to give advice on how to gain success quickly. All I can say is that it’s important to be yourself, to create an original identity that fans can relate to and want to follow. Also, it’s worth thinking about posting multiple videos a day, the more you post, the more likely it is that a video will become viral!
Click here to Check out Ruben Meraki’s TikTok Account
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